Writing for the Web: Getting the Message Across
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Writing for the Web: Getting the Message Across

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Writing for the Web: Getting the Message Across Writing for the Web: Getting the Message Across Presentation Transcript

  • Writing for the Web: Getting the Message Across Rob Swick Twitter/swicker
  • Things to know about writing!
    • Processing Web Copy
    • people don’t read; they skim
    • ‘ get it done’ copy over ‘marketese’
    • look to highlights to orient
    • lower case letters more quickly processed
    • expect questions answered – now!
  • Welcome to my Interweb!
    • Good Web Writing is
    • Concise
    • Scannable
    • Well structured
    • Authentic
  • Welcome to my Interweb!
    • Common errors...
    • Flowery language
    • Marketing speak
    • Too few organizers
    • Overly-long pages
  • Study: Does it really make a difference?
    • How will these affect reader activity:
    • Objective text
    • Scannable text
    • Precise text
    • All of the above together
  • Measures
    • Using a core set of text the study showed how modifying text affected users:
    • Task Time – time to find answers
    • Errors – on questions after
    • Memory – memory for facts
    • Time to Recall Structure – time to recall site org.
    • Subjective Satisfaction
  • Standard Text Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). 0% (baseline)
  • M1. Objective language Nebraska has several attractions. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). 27% better
  • M2. Scannable Layout
    • Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were:
    • Fort Robinson State Park (355,000 visitors)
    • Scotts Bluff National Monument (132,166)
    • Arbor Lodge State Historical Park & Museum (100,000)
    • Carhenge(86,598)
    • Stuhr Museum of the Prairie Pioneer (60,002)
    • Buffalo Bill Ranch State Historical Park (28,446).
    • 47% better
  • M3. Concise text In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park. 58% better
  • M4. Combined version
    • In 1996, six of the most-visited places in Nebraska were:
    • Fort Robinson State Park
    • Scotts Bluff National Monument
    • Arbor Lodge State Historical Park
    • Museum Carhenge Stuhr Museum of the Prairie Pioneer Buffalo Bill Ranch State Historical Park
    • 124% better
  • Results
    • Result summary (% improvement):
    • Objective 27%
    • Scannable 47%
    • Concise 58%
    • Combined 124%
    • None of these alone has even near the impact of all together.
  • Create Structure
  • Create a Plan....